2.
Growth on the lion
continent shows no signs
of slowing down...
...and neither do eager African consumers!
Growth in sub-Saharan Africa is forecast to accelerate to
5.8% in 2015 (IMF, October 2014), driven by the continued
convergence of a number of big shifts: expanding middle
classes, productive urban centers, better education,
deeper mobile penetration, greater access to credit, and
more.
In the consumer arena, this will mean rapidly changing
demands and expectations from the hundreds of millions
of individuals eager to participate in – and benefit from –
new opportunities.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 2

3.
10 Trends...
…nay, 10 actionable innovation opportunities!
Amid all that excitement and expectation, how to get an
edge?
Switched on business professionals will already be
aware of the big currents listed above, and we won’t
simply repeat what a thousand articles say about them.
Instead, we’re going to get straight to the heart of what
consumer trends are all about: unlocking practical and
actionable innovation opportunities.
It’s the innovations that you launch in 2015, not the
trends you’re aware of, that will delight, surprise and
bring love from your current (and future) customers.
So, what are you waiting for? 2015 is already here! Read
the 10 trends below and think how each one can inspire
you and your team.
Let’s get going!
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 3

7.
1.
HEART ON SLEEVERS
In previous trends FOR AFRICA BY AFRICA and NEW
AFRICAN NARRATIVES, we highlighted how Africans
are flaunting their cultural identities in new ways.
The evolution of this phenomenon in 2015? These
increasingly confident HEART ON SLEEVERS will
celebrate culturally significant causes, movements and
heritage in ways that gobeyond merely consuming
products that are Made in Africa.
In 2015, HEART ON SLEEVERS will also demand that
African brands break the cycles of bland consumerism
by making even bolder, more expressive (wearable)
statements, reinforcing important facets of their
culture and deeper beliefs.
So what cultural stories can you visibly embed into your
products and services in 2015?
How cultural ‘storysellers’ will win the
hearts (and sleeves) of proudly African
consumers in 2015.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 7

8.
FEATURED INNOVATIONS: HEART ON SLEEVERS
Legacy Collection, Heel The World and
MaXhosa by Laduma
In 2014, to celebrate 20 years of democracy, the Legacy Collection by
South African Charmaine Taylor, created a limited edition range of art and
jewellery pieces fabricated from the Robben Island prison fence that held
Nelson Mandela captive for 18 years.
Ghanaian premium shoemakers, Heel The World, announced in 2014
the release of a Black and Gold collection (representing hard work and
success, respectively) to celebrate the success of their Empowerment
Beads.
In Q2 2014, South African fashion label, MaXhosa by Laduma
launched ‘My Heritage, My Inheritance’. The fashion film for his knitwear
collection depicts a tribal initiation. His pieces contain design elements
required to be worn by Xhosa initiates after the ceremony.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 8

10.
2.
INFO-CHAMELEONS
Simply put, Africans today are bored of being force-fed
contrived, controlled, censored and, yes, dull information.
What’s more, they’re ever more aware of the information
gaps left by mainstream media and government.
One example? Nine journalists, known for blogging
about political repression and human rights, have been
detained by the Ethiopian government since April on the
grounds that their use of social media causes instability
(BBC, July 2014).
In 2015, young Africans are especially looking for
creative brands to plug the info-gaps – and do so in
a way that is truly engaging. That means delivering
useful, necessary information – or boundary-pushing
entertainment – via creative, unconventional and playful
channels (as JT Rappé do below). Time to get thinking
about how YOU can fill information gaps in 2015.
Fun, novel and unconventional information
channels will be welcomed in 2015.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 10

11.
FEATURED INNOVATIONS: INFO-CHAMELEONS
JT Rappé, Mektoube and
Cliff Central
JT Rappé, a Senegalese online newspaper delivers local weekly
news via YouTube rap videos in both French and Wolof. As of
November 2014, there were over 2 million views of the channel.
In August 2014, Muslim dating site Mektoube published Le
Famille Bentaba, a satirical online comic tackling taboo, yet
relevant issues for Maghreb singles such as racism, divorce and
single-parent families.
Launched in May 2014, Cliff Central is a South African online
‘uncensored, unhinged, unradio’ station, which streams shows on
popular instant messaging platform, WeChat.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 11

14.
3.
BENEVOLENT BRANDS
From unequal societies that only give kudos to the
affluent and the authority figures, to archaic work/family/
community structures, the African masses are used to
being ignored at best and maltreated at worst. And that
has extended to the brand/consumer relationship, too.
In 2015, rising numbers will demand that brands
become ‘nicer’, by acting in ways that benefit
individuals and society as a whole. Like Brandhouse’s
roadblock (below), BENEVOLENT BRANDS will find
surprising ways to reward customer patronage and good
behaviour.
And remember, it’s inevitable that the brands that are
benevolent now will earn the trust and gratitude of
tomorrow’s middle class consumers. How will you win
over, entice, surprise and excite African customers?
Time to flip the social hierarchy in 2015 and
serve the African masses.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 14

15.
FEATURED INNOVATIONS: BENEVOLENT BRANDS
Coca-Cola & BT Global Services,
Brandhouse & KwaZulu-Natal Liquor
Authority
From October 2014, Coca-Cola and BT Global Services began offering
free Wi-Fi Internet access to those living in impoverished communities of
the Eastern Cape using Coke’s vending machines.
In May 2014, over 250 South African motorists were stopped by traffic
police and handed grocery vouchers (if sober), in an attempt to reduce
the number of drunk driving-related fatalities on the road. The roadblock
was implemented by KwaZulu-Natal Road Traffic Inspectorate and South
African alcoholic beverage company, Brandhouse.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 15

17.
4.
DESTINATION AFRICA
As African pride continues to grow, the continent will, in
turn, continue to become an attractive travel destination
– for other Africans.
No longer will holidaying in Africa solely be about
adventurous safari-beach-loving foreigners. Indeed, the
African tourism industry has already begun catering to
local (and cross-continent) tourists. For example, after
stagnating growth the Mauritian government boosted
tourism by relaxing visa regimes for over 30 African
countries (African Development Bank, 2013).
In 2015, expect travel operators to begin innovating to
attract and delight other Africans in search of leisure.
Remember, you don’t have to be in the travel or tourism
industry to cater to and delight DESTINATION AFRICA
travelers!
In 2015, smart brands will welcome and
cater to African tourists.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 17

20.
5.
BETTER TECH
Enough has already been said about M-Pesa, USSD,
and other jugaad innovation / no-frills / B.O.P / low-tech
solutions. And yes, a tech-fueled life is still not on the
radar for many Africans.
But progress is happening. One example? Angola Cables
plan to increase Africa’s mobile coverage by 20% in 2015
with fiber-optic cables.
With manifold challenges facing the continent – from
healthcare to education and more – consumers in
2015 will eagerly reach for smarter tech solutions that
truly improve lives, empower individuals and improve
wider communities.
You must however move first and fast. Anticipating and
responding to tomorrow’s interconnected Africa is an
opportunity too hot to bypass.
2015 will see even more forward-thinking,
empowering applications of technology.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 20

21.
FEATURED INNOVATIONS: BETTER TECH
Google and Samsung
In September 2014, Google brought its Connected Classrooms initiative
to South Africa, allowing students across the country to join a virtual ‘field
trip’ using Google+ Hangouts.
Downloadable since July 2014, Backup Memory is a mobile app
developed by Samsung Tunisia and the Tunisian Alzheimer’s
Association to help sufferers of Alzheimer’s connect with and remember
loved ones.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 21

23.
6.
CREATIVE CROSS-POLYNATIONS
From Dar es Salaam’s Diamond, to South Africa’s
Mafikizolo, culture-craving African consumers (and
those in the diaspora) are lapping up a burgeoning array
of local talent. Nigerian box office revenues, which have
nearly doubled since 2009, are projected to grow an
additional 70 percent by 2018 (PricewaterhouseCoopers,
September 2014).
Yet the media and entertainment sector also struggles
with fundamental shortcomings, such as lack of
professional equipment, promotional channels or project
funding.
Of course, Africa is brimming with diverse talent
awaiting exposure, training, the right resources, and
more. So, one key opportunity for non-African nations
and organizations in 2015? Creatively cross-pollinate
with an African country and fund, collaborate with or
contribute to the continent’s creative economies.
In 2015, African nations will strike creative
partnerships with those outside the continent.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 23

24.
FEATURED INNOVATIONS: CREATIVE CROSS-POLYNATIONS
One Fine Day Film Workshop,
NollywoodWeek and the British
Council’s Connect ZA
Veve, a Kenyan thriller released in Nairobi in August 2014, is the product
of One Fine Day Film Workshop – a collaboration between African film
production companies and the German government.
The NollywoodWeek Film Festival’s second edition took place in Paris,
in June 2014. The festival, a collaboration with the Nigerian government,
screens seven of the most talked about Nigerian films over a four-day
period.
The British Council’s 2014-2015 Connect ZA is a collaborative program of
creative (art and music) activities and opportunities between the UK and
South Africa, in celebration of twenty years of democracy in South Africa.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 24

27.
7.
ECO-REVERENCE
Spurred on well-traveled consumers – and a growing
appreciation of what it means to live in (and protect)
Africa among the non-traveled masses – many are now
realising that going green doesn’t necessarily mean
‘backwards’, no-frills solutions.
A growing number of Africans today want to
demonstrate respect for their environment through the
products they consume.
In 2015, increasing experience of eco-innovations
that truly improve quality of life will spur a new ECO-REVERENCE
among African consumers, who will
embrace a plethora of eco-solutions, and push new,
homegrown eco brands further forward.
So how will your products drive the green agenda in
ways that will contend with those of the West?
Why African-made, sustainable solutions will
rule for 2015’s eco-conscious consumer.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 27

28.
FEATURED INNOVATIONS: ECO-REVERENCE
Rethaka, PITCHAfrica and
Dumebi Clothing
September 2014 saw Rethaka, a South African female-owned ‘green
innovations’ company launch Repurpose Schoolbags: 100% recycled,
solar-powered backpacks that can be used as study lamps at night.
Opened in August 2014 in Kenya, the WATERBANK Project is a rain-harvesting
school campus that also includes a 1,500-seater soccer
stadium, designed by nonprofit design group PITCHAfrica.
Dumebi Clothing is Nigeria’s first homegrown and sustainable bespoke
fashion brand.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 28

30.
8.
NEW AFRICAN DEAL
Up until now, the unprecedented progress of the
continent hasn’t been inclusive of all inhabitants. Take
Nigeria, which in April 2014 overtook South Africa to
become the continent’s largest economy: 74% of the
population remains below the MGI Empowerment Line,
which refers to an ‘economically empowered’ standard
of living (McKinsey Global Institute, July 2014).
Many hardworking Africans are seeking ways to
both contribute to and benefit from growth. In 2015,
smart brands will heed the call of the masses and
supercharge rising Africa by letting everyone join the
party.
Ask yourself: what will the NEW AFRICAN DEAL mean
for your brand?
African workers will demand an invitation to the
African growth party in 2015.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 30

31.
FEATURED INNOVATIONS: NEW AFRICAN DEAL
Tomato Jos, For A Fifty and Coca-Cola
A Nigerian startup, Tomato Jos empowers Nigerian farmers through
education, logistics and resources that ensure tomato production is a
more sustainable and profitable endeavour.
Launched in August 2014, For A Fifty is a South African micro-jobs
marketplace that breaks down large outsourced projects into tiny
tasks, offering ZAR 50 per task to its freelancers.
In July 2014, 25 Nigerian females graduated from the Lady Mechanic
Initiative: an NGO, sponsored by Coca-Cola, providing women with a
three-year training program in automotive engineering.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 31

33.
9.
ON-DEMAND DELIGHT
Cheap labour costs means Africa already has a well-developed
mindset around outsourcing everyday tasks.
But now, expectations around how that will be done are
transforming thanks to Uber and others.
Since 2000, the middle classes of Africa’s 11 largest
economies have grown from 4.6 million households to
15 million today (Standard Bank, August 2014).
In 2015, these time-stricken, middle class Africans will
expect the ability to tap an app or login to an online
platform and outsource routine tasks. Accustomed
to stressful and inefficient services, they’ll embrace
the greater transparency and quality control allowed by
outsourcing platforms and apps.
What would your offering look like if it went ON-DEMAND
in 2015?
Yes, in 2015 Uberfication will be at work in
Africa, too!
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 33

34.
FEATURED INNOVATIONS: ON-DEMAND DELIGHT
WumDrop, Washist and SweepSouth
Capetonian-based WumDrop provides pick-ups, deliveries and similar
courier services on-demand.
Launched in August 2014, Washist, for NGN 10,000 per month, provides
on-demand laundry service for Lagosians.
SweepSouth offers domestic cleaning services in South Africa. Due to its
popularity, the young company expanded from Johannesburg to Greater
Guateng and the Western Cape in late 2014.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 34

36.
10.
BRAND STANDS
Over half of sub-Saharan Africans believe that their
government is largely run by big entities acting in their
own best interests, instead of the public good (The
African Development Bank, May 2014).
Already some African brands, such as fast-food chain
Nando’s, are trailblazers in humorously addressing
serious issues regarding governance, politics and
corruption (see examples below). And the increasing
popularity of their campaigns prove that consumers will
look up to and support brands who are brutally honest
about corruption.
So for 2015, how your brand can lead the way in taking a
stand against the perpetrators?
In 2015, African brands will finally take a stand
against corruption.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 36

37.
FEATURED INNOVATIONS: BRAND STANDS
Nando’s: Blue Light Brigade & Every
Party Needs A Puppet
First broadcast in August 2014, the controversial Blue Light
Brigade advert mocks government officials and their police escorts as
they collide at an intersection. The ad’s intention was to spark debate
amongst South Africans about issues surrounding government ministers
and corruption.
In the run-up to South Africa’s national and provincial elections in May
2014, Nando’s Every Party Needs a Puppet campaign caricatured real-life
party candidates. The campaign encouraged viewers to buy finger
puppets and tweet open letters to party leaders who they believed were
behaving ‘like a muppet’.
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 37

39.
NEXT
So what are you
waiting for?
You should now have a clearer vision of what
the African consumer landscape will look like
in 2015. So jump right in (with your team) and
start applying these trends and opportunities to
your own Africa-centric products, services and
experiences!
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 39

40.
NEXT
Need some help?
Then use our free CONSUMER TREND CANVAS
to turn insights into innovations.
Will yours be among the next ones we feature in
our future bulletins? ;)
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 40

41.
Still not enough?
The 1,200+ brands and agencies using our
Premium Service have access to our database
of trends, insights, and over 10,000 innovation
examples, all put into context as part of our world-class
yet surprisingly affordable comprehensive
trend & innovation solution.
As you plan for 2015, would YOU benefit from
access too?
www.trendwatching.com/trends/10-african-consumer-trends-for-2015 10 AACFIRN TRENDS FOR 2015 41

43.
If you have any comments, suggestions
or questions then please do let us know.
Just email:
PAUL BACKMAN
Chief Client Officer
paul@trendwatching.com
Want more?
About us
Established in 2002, trendwatching.com
is the world’s leading trend firm, scanning
the globe for the most promising consumer
trends, insights and related hands-on
business ideas. Our Premium Service counts
many of the world’s leading brands as
clients, while our free monthly Trend Briefings
go out to over 260,000 subscribers in 180
countries.
More at www.trendwatching.com
Free
Publications
Premium
Service
LIVE: Keynotes
& Workshops